MRKT20054 - Service Industry Marketing In the Digital World

General Information

Unit Synopsis

Most countries now have economies in which service products represent over 50% of GDP, and are experiencing digital revolutions in the marketing of service products. In this unit, you will focus on the challenges of marketing service products and the corresponding managerial implications in the modern digital world. You will gain a solid understanding of service marketing theories to guide your practical applications in this exciting area of marketing. The focus of this unit is on the 7Ps of service marketing as applied to businesses in the digital era. The unit also specifically covers the integration of marketing, management, and customer relations in competitive digital environments and markets.


Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052 Marketing Management and Digital Communications.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2023

Term 1 - 2023 Profile

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Presentation 20%
2. Written Assessment 40%
3. Written Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2022 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 30.00% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback
The workshop class comprised a lot of practical activities that help me apply the theoretical knowledge practically always applicable to the assessments tasks
Continue providing students with real-life case studies in relation to assessment tasks that cover the weekly materials.
Action Taken
The unit coordinator provided students with useful learning materials and detailed requirements linked to specific assessment tasks to enhance student learning and achieve more.
Source: Student feedback
Additional relevant videos to the moodle site can help further learning.
It is recommended that additional content capture YouTube videos that correspond with each week's learning materials would be provided to enhance learning.
Action Taken
Additional YouTube videos and relevant video advertisements were utilised for further learning.
Source: Student feedback
Communication, teaching flexibility, extra Zoom support to students, and the friendliness of the teaching team were appreciated by students.
It is recommended that all these factors are maintained to engage students and enhance student retention.
Action Taken
The unit coordinator went to great lengths to provide additional support and guidance to students including providing an increased number of one-on-one Zoom sessions and students were also contacted weekly to keep them motivated throughout the term.
Source: self reflection
Some students were receptive to the provision of additional assessment guidance and support.
Continue providing students with assessment guideline documents, marking rubric, and weekly drop-in sessions to be made available through the unit Moodle site for further assistance and support.
Action Taken
Source: student feedback
Communication, extra Zoom support to students, and relevant learning resources were appreciated by students.
It is recommended that all these factors are maintained to engage students and enhance student learning.
Action Taken
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing in the digital world
  2. Identify and apply the major factors presented in the literature that improve the digital marketing of services
  3. Critically analyse the marketing situations of services using a number of the main analytical tools for the digital age
  4. Analyse and critically discuss the role of customer service and each of the 7Ps in order to improve service industry marketing in the digital world.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Presentation
2 - Written Assessment
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge
2 - Communication
3 - Cognitive, technical and creative skills
4 - Research
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8